Chicago Auto Trade Association

A note from the General Counsel of the Chicago Automotive Trade Association regarding dealerships advertising deceptive pricing on their websites and in their emails.

"May I advertise a price
for a vehicle wherein all rebates have been deducted, including a
"loyalty" rebate that only applies to current owners of my
manufacturer's vehicles?

No. A "loyalty" rebate, like a "college graduate,"
"Farm Bureau," or "finance company" rebate is a "limited rebate" under
the terms of the Illinois Administrative Rules on Motor Vehicle
Advertising, inasmuch as such rebates are not generally available to
every consumer seeking to purchase or lease a motor vehicle. As such, it
is a violation of Section 475.530 of those Rules to advertise a price
or amount of an installment payment in which limited rebates have been
deducted, or to advertise a total amount of rebate if a portion of the
total consists of a limited rebate."